For women, he designed plunging necklines (front and back) and minimal tops that looked like strips of fabric wrapped around the torso. For men, velvet pants and unbuttoned shirts, a radically cool look. Not to mention the provocative advertising campaigns with which he shocked the world. But it was all so new and alluring! In the first few seasons, Gucci’s sales reportedly grew by ninety percent annually. Though we should mention: When he was working in Europe, first at Gucci, later also at Yves Saint Laurent, Americans felt he was too European. On the Old Continent, on the other hand, they thought he was too offensive. In 2004, after ten years as creative director at the Italian fashion label, his time at Gucci came to an end.
How does he view this era today? Very laid-back, of course. In an interview, he once said, “What was considered tasteful, not tasteful, too far in one direction, then was different.” And you can just imagine his lips moving into a slightly upturned smile as he says that. Not rude, just slightly amused.